THE EFFECT OF GREEN MARKETING MIX ON CUSTOMER’S PURCHASE DECISION OF EDIBLE STRAW

• Main Author: Dhiya Prameswari, Naswa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77376
• Institution: Institut Teknologi Bandung

The amount of plastic waste produced in Indonesia each year is very concerning for the sustainability of the earth. Considering the seriousness of this problem, 4PACT decided to produce an alternative to one of the most used plastic: straws. 4PACT produces edible straw to help combat the high number of plastic straw waste in Indonesia. 4PACT has actually not succeeded in penetrating the individual market in Indonesia, so in order to successfully enter the market, this study is conducted to analyse customer purchase decision to buy edible straw based on the concept of green marketing mix. This study uses a quantitative approach, data collected through online surveys. The number of samples collected were 181 people that are citizens of Indonesia aged 11-58. The collected data were analysed using Multiple Linear Regression using SPSS software. The results of the study show that customer decisions in purchasing edible straw are influenced by green products, green prices, and green promotions. Meanwhile, the green place has no effect on customers’ decisions to buy edible straw. The findings will provide recommendations for companies in the same industry to develop eco- friendly products aligned with preferences, which is to continue to innovate for eco-friendliness and value, pricing strategically for competitiveness and transparency and having accurate promotions to educate customers about positive impact reinforces interest in items like edible straws.